Government And Business – Assignment Example

Should the U.S. Congress alcohol advertising be banned? Why or Why not? It is a common perception that the advertising increases consumption of alcohol. This is not true as no evidence has been produced by scientific research or experience. According to Fisher (1993), review of research from around the world has found that advertising does not influence the increased consumption of alcohol. In addition to this, a study carried out by University of Texas on alcohol advertising over a period of 21 years found that the money spent by producers on alcohol advertisings had little or no relationship with total consumption.
The alcohol market is in its mature stage where the consumers are aware of the basic characteristics of the product. Use of advertisement by the producers is not increase the consumption of the alcohol which is usually the reason of advertisement of products. In the case of alcohol, advertisements’ main aim is to encourage the consumers to switch brands and thus create brand loyalty. As a result, the market share of the most effective advertised products and company will increase at the cost of others. The alcohol companies try to strengthen their existing customer loyalty and tempt other consumers to try their product. If a consumer is already drinking alcohol responsibly, the advertisement will do nothing to change his/her attitude. The only purpose of producers in advertising alcohol is to increase their market share.
Given the aforementioned reasons the U.S. Congress should not ban alcohol advertising. If alcohol was regarded as dangerous and not advertised, it would raise tantalization and desire among the youth to try it rather than teaching them responsible behavior. The alcohol advertisements do appear to be appealing but so are the advertisements for cars, coffee and so on. It is not the advertisements that increase consumption as mentioned before, but rather the environmental influence especially that of parents cause youth to drink. The alcohol advertisement should therefore be regulated by U.S. Congress but not banned.
References
Fisher, C. “Advertising, Alcohol Consumption, and Abuse: A Worldwide Survey.” Westport, CT: Greenwood Press, (1993), p. 150.
Wilcox, G. B., Franke, G. R., and Vacker, B. “Alcohol Beverage Advertising and Consumption in the United States: 1964-1984.” Austin, TX: University of Texas, Department of Advertising Working Paper, January, (1986), p. III;